D泰坦尼克号营销之道.ppt

TheMarketingStrategiesoftheTITANICinChina,Eighty-fouryearsafterthesinkingofTitanic,a100-year-oldwomannamedRoseDeWittBukatortoldthestorytohergranddaughterLizzyCalvertandsomeresearchersresearchingonTitanicontheKeldyshaboutherlifesetinApril10th1912,onashipcalledTitanicwhenyoungRoseboardedthedepartingshipwiththeupper-classpassengersandhermother,andherfianc,CaledonCalHockley.Meanwhile,adrifterandartistnamedJackDawsonandhisbestfriendwonthird-classticketstotheshipinagame.AndsheexplainedthewholestoryfromdepartureuntilthedeathofTitaniconitsfirstandlastvoyageonApril15th,1912at2:20inthemorning.,Summary,TheCast,JackDawson莱昂纳多迪卡普里奥LeonardoDiCaprio（男主）RoseDeWittBukater凯特温丝莱特KateWinslet（女主）CaledonCalHockley比利赞恩BillyZane（Rose的未婚夫）,“BigShip”Returns,InApril10,2012,after100yearssinkingoftheTitanic,3DversionofTitanic“whichCameronpersonallyproducedwillonceagainsweeptheChinesemainland。Titanicstorysoundstoomuchliketheancientmyth.Themostimportantthingis,evenifitsstoryalreadyiswell-knowntoeveryfamily,peoplecanreciteallthedetailsandeveryturningofit,stillagain,andfinallyasecondrescuecanbeexpectedandtobesuffocatingmadness。15yearsabsolutelycantestyourelderfriendship,friendstotrust,loyaltyandlove.Butforafilmasanew,howmanypeoplecanwithstand15years。And3DTitanicdoes,Chineseboxofficeinthefirstweekof460millionbrokenit!Aten-year-oldreturnwastakenouttostir，Whycanthemoviequicklysweepthedomesticboxoffice?2012年4月10日，泰坦尼克号沉没100年后，卡梅隆亲自操刀制作的3D版泰坦尼克号将再次席卷中国大陆。泰坦尼克号的故事听起来太像古老的神话。最重要的是，即便它的故事早已家喻户晓，人们能够背诵它的所有细节和每一处转折，依然百听不厌，并为可以预料的最后一秒营救而窒息疯狂。15年，绝对可以考验你对长辈的情谊，对周围朋友的信任，对爱人的忠诚，但是对于一部电影，有多少人经得住15年如一新。而3D泰坦尼克号做到了，首周中国票房破4.6亿说明了一切!一部十几年前的旧作被拿出来翻炒一下，为什么就就能迅速横扫国内票房？,营销策略,Manycinephiliesareconsideringwhattitanicwillbetransformedintobythespecialeffect。fromtheperspectiveof3Dcharacter，thebigmovingscenesarealwaysputtingaudiencesintoexcitementwhichmeanssomanysceneswillleavenewimpressionsuponaudiences，includingthatjackshoutedImtheKingoftheworld。Inaddition，theclassicshootingbetweenJackandRose.-gimmick！3Disanadvancedmodeling,imageprocessing,andmeasurementsoftwareforMRL,CTmicroscopy,scientificandindustrial3Dimagingapplications.3Disspecializinginactions,movements,givingaudiencereallyshakingfeelings.对于影迷来说，关心的是3D会让影片变得多么不同。就3D电影的普遍特性来看，表现大场面的快速前移镜头往往能带来极强的眩晕感，龙门飞甲和雨果都是这么玩的，这意味着泰坦尼克号中众多表现大船的全景镜头会变得更加华丽，杰克站在船头大喊“我是世界之王”的一幕也在其中。另外，影片后半段的海难也会加倍精彩，旋转着跌落到水中的人，折断后直愣愣砸下来的烟囱，还有碎成两截插到水中的大船，势必惊心动魄，犹胜15年前。卡梅隆当然希望看到大船以更完美的方式呈现；再看他现在的江湖地位，早就是推广3D电影的排头兵，把他的旧货翻新是个很棒的噱头！,1.NewTrendForTitanicUsing3DSpecialEffect.,April4，2012isthedatewhenitwasthe100thanniversaryofthetitanicsinking.TheanniversarytookplaceintheeasternportinCanadawherecitizensmadelamentedcandleactivitiesandparadesforthedeathstokeepthedevastationinthesea100yearsago.Inaddition,thesimilaractivitieswereheldintheUK,theUS,andNewYork.Undersuchcircumstances,3Dtitaniccomesbackagainonthescreenasablockbusterwhichprovidesaudienceswithabigplatformtoreleasethemselves.The”neversinking”titanicinthepastwouldcomeacrossfromyou,soareyoumoved?2012年4月14日，泰坦尼克号沉没一百周年，加拿大东部港口城市哈利法克斯举行“泰坦尼克”号沉没100周年悼念活动，市民为海难的遇难者进行了烛光悼念和游行等活动，以铭记发生在100年前的重大海难。还有英国美国纽约等许多地方开展了大型的悼念活动，就在全世界都在缅怀这一灾难的大潮下，3D泰坦尼克号也以其独特而震撼的方式重现银幕，为广大缅怀者提供了一种更加直接的方式去释放自己的情感昔日传说中的“永不沉没”的泰坦尼克号竟会在自己眼前驶过，这是何等的让人感动！,2.100thAnniversaryoftheTitanicSinking,3.TheImpactofNostalgia-EmotionalMarketing,Emotionalmarketingistoputtheemotionaldifferenceanddemandsasthekeyofemotionalmarketingstrategiesbypackaging,sale,adsanddesigntorealizethebusinessgoal.情感营销就是把消费者个人情感差异和需求作为企业品牌营销战略的情感营销核心，通过借助情感包装、情感促销、情感广告、情感口碑、情感设计等策略来实现企业的经营目标。Theactorsarestillthoseactors,whoarealsostillplot,theresultisstillnotperfect,sohowattractedsomanyfansbackincinema?Itissaidthatthemostpreciousisthatwecouldnotgainandhaslost.Andwhenwewereyoung,memoryhaslostorislostorwilllosesomethingprecious.CutbackTitanic,accordingtothesurvey,theaudienceintothecinema,totheyoungafterthe90and70,80,andmostlyinthewhite-hairedoldman,viewingontheway,someonecrying,someoneclapping,someoneshout,theaudiencecanbedividedintotwobatches,onebatchwasseentheTitanicagaintoseetheoldaudience,agroupofnewaudienceislovealllovemovies.Inthemajoritywithyoungafter90.演员还是那些演员，剧情也依旧，结局仍然是不完美的，怎么就吸引了那么多影迷重回影院？有句矫情的话是这样说的最珍贵的是得不到的和已失去的。而青春、记忆正是我们每个人已失去或正失去或将失去的珍贵东西。据调查泰坦尼克号的重映，这次走入影院的观众以年轻90后和70、80以及白发苍苍的老人居多，观影途中，有人拭泪，有人鼓掌，有人欢呼，观众可分为两批，一批是当年看过泰坦尼克号重新来看的老观众，一批是爱赶潮流爱看电影的新观众.以年轻90后居多。“15年前，那个陪你看这部电影的人，是否还在你身边？2012你将牵着谁的手一起重温经典？”看到这句广告词的时候，有没有那么一瞬间鼻子一酸，心里好似被什么东西堵了一下？没错，是你内心情感的作用。这是一次不动声色的营销，仅仅一句这样的宣传广告语就带进了首日千万的票房。,Hugenostalgiaconsumergroups.Arguably,everyonesufferingfromnostalgiasyndromeinthisacrossthesubsistenceneedstoday,andthepursuitofahigherspiritualdemandintheeraofconsumption,weexceptinthepursuitofmateriallifesatisfaction,stilllookingforaspiritualfeelingifsomeonecombinemodernandtraditional,nostalgiabecomeresources,thereisanewmarket.3dTitanicforthepeopleofthetwokindsofdemand,bothtraditionalandcomfortable,makeconsumershaveasenseofidentityandbelonging,intheendweonlyopeningtheirwallets.庞大的“怀旧”消费群体。可以说，人人都患有“怀旧”症候群在今天这个跨越了温饱需要，继而追求更高精神层面需求的消费时代里，我们除了在追求物质生活上的满足外，还在寻找一种精神层面的感受如果有人将现代与传统结合起来，怀旧成为了资源，便有了新的市场。3D泰坦尼克号兼顾了人们的两种需求，既传统又舒适，使消费者有认同感和归宿感，最后我们只有慷慨解囊。,Technologyisimportant,butContentisaking,Thebigscreenintwenty-firstCentury,nohigh-techisinconceivable,butinfact,onlytohigh-techandhigh-tech,nosolidcontentsupportbehindthelens,dazzling,thesemovies,paleandsentimentalisbeobvioustopeople.Whetherdomesticorimportedtablet,inthefinalanalysis,toattractviewersintothetheaterinitiative,excellenttechnologyisimportant,butitisthedecisivefactorinmovingplot.TaketheTitanic,facingthegreatdisaster,facedwiththethreatofdeath,humannaturegloryinrepeatedflashback,suchasthewreckremainedcalmplayedfoursmallbands,suchasthosefacingdeathcalmlypassengers,grandnarrativeistouchingwithaffection,thefinaltouchisnotonlytheeyesoftheaudienceandears,iseverybodythesoftestpartoftheheart.,InsteadofsayingTitanicisfilmcannotbereproducedamyth,ratheritisaveryworthanalysiscase.Today,itisthislessontoChinesefilm.Althoughsomeheavy,butyearslatertocomeback,maybewewillsincerelyregrets,isthisseeminglysimplemovie,tellingthetruemeaningoftheclassic“twowords,tellusanytimetechnologyforthecontent,inthefilmcreation,alwaysdonothavetheorderreversed.,4、3DTitanicssuccesstotheChineseEnlightenment,15yearsago,wecannotmakeTitanic,15yearslater,westillcannotmake,after15years,wecantakeTitanic?Whereadomesticdirectorcangivemeananswer?Conversionfrom2Dto3D,whichseemstobejustatechnicalproblem,butwealsohaveseveralcanbeconvertedinto3Dfilms?Wehavebeen